UTILIZED CHARACTERISTICS OF MARKETING STRATEGIES, FEATURES AND PRINCIPLES OF THEIR FORMATION IN ACTIVITY OF AGRICULTURAL ENTERPRISES
Journal Title: Науковий вісник Ужгородського національного університету. Серія: Міжнародні економічні відносини та світове господарство - Year 2018, Vol 20, Issue 1
Abstract
The article generalizes the essential characteristic of the concept of “marketing strategy” by domestic and foreign scientists, features of agricultural production in the formation of marketing strategies of agrarian enterprises, the principles and factors of their formation are presented. It is determined that marketing strategy is the general philosophy of doing business in the conditions of globalization and involves development of strategic directions and methodological tools for achievement of long-term competitive advantages and the possibility of timely adaptation of subjects of management to dynamic changes of factors of macro- and micro-environment, promotes formation of needs and tastes of consumers in accordance with public values. The marketing strategy of the company is formed on the basis of the basic concept of its development and takes into account resources and opportunities, the state and characteristics of the competitive struggle, trends in demand, conditions of the marketing environment and internal factors that are interrelated and there is a chain reaction that is reflected on change the end result.
Authors and Affiliations
M. A. Bagorka, V. V. Chelak
Keywords
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